Brady, Felix, and Co.: The Playbook for the Rise of Athlete-Founded Brands.

Athletes teaming up with big clothing companies is nothing new. For instance, LeBron James has been rocking his own line of Nike sneakers for quite some time, and James Harden has his adidas collection. Sportswear brands have been collaborating with athletes for ages.

However, something interesting has happened in the past year and a half. Athletes are now venturing into the world of fashion on their own, creating their own shoe and clothing lines without relying on established labels. In June 2021, Allyson Felix, the former Olympian, and her brother Wes Felix launched Saysh, a fancy sneaker brand for everyday living. Then, in September 2021, football sensation Raheem Sterling partnered with British designer Samiyah Miah to introduce their tailored men's fashion brand, 1692. In January 2023, Tom Brady, Jens Grede, and Dao-Yi Chow will mark one year since they started their technical men's clothing line, Brady. And just this past June, Derek Jeter, Wayne Gretzky, and Misty Copeland teamed up with ecommerce expert Chris Riccobono to introduce a modern athleticwear brand called Greatness Wins.

According to Riccobono, who started the men's clothing brand UNTUCKit in 2010, finding the right partners or co-founders is crucial for these brands to thrive. He stated to Glossy magazine, "My experience in manufacturing and retail, which I gained while growing Untuckit, has played a significant role in setting up Greatness Wins for success. Breaking into the clothing industry is notoriously challenging for newcomers and smaller brands, so teaming up with someone who is already an expert in these areas can help the celebrity bring their vision to life genuinely and avoid common mistakes."

Similarly, Dao-Yi Chow, Tom Brady's co-founder and creative director, emphasized that success in this field is no walk in the park, regardless of the celebrity's name. "It's all about staying true to their own story and being authentic," he explained. "Tom's greatness and consistency have been our guiding principles in every discussion about product and marketing. We can't help but strive for greatness."

It's also crucial that the athletes associated with these brands aren't merely putting their names on products. Riccobono stressed the importance of collaboration, saying, "Everyone involved in Greatness Wins is deeply engaged in the day-to-day design and decision-making processes, instead of just being the faces of the brand. This approach gives us the best of both worlds: firsthand knowledge of what athletic apparel should be like and extensive expertise in how to actually make and sell these products."

However, like any market, the success of an athlete-backed brand depends largely on whether it fills a gap in the market.